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Save Us From the Swag-Takers

By

Eric Felten

Updated Oct. 8, 2009 6:37 p.m. ET

The Federal Trade Commission, eager to protect us from shoddy media practices, issued new regulations this week requiring full disclosure from a variety of sneaky characters. Celebrities are on notice that if they sing the praises of product X while on Oprah's couch, they had better mention how much the makers of product X are paying them, even if that payment is nothing more than a free sample in a goodie bag. The famous are not the FTC's only target. The agency declared that "a blogger who receives cash or in-kind payment to review a product is considered an endorsement." Sounds reasonable enough, until it...